The document discusses choosing IPC advertising to publish a music magazine called "Passion". IPC ensures advertisers understand the target audience through consumer research. IPC has experience in distribution and a large online audience. Good advertising partners for the magazine would be Jack Wills, iPhone, and Xbox, as they match the target audience of 16-25 year olds interested in music and gaming. Creating a free social media presence would promote the magazine without a big advertising budget. An app could also keep the target audience engaged.